The home screen of an Apple Inc. iPhone 5 operating iOS 6, left, and an iPhone 5C operating iOS 7 is displayed in San Francisco, California, U.S., on Wednesday, Sept. 18, 2013. Buying memory to store more photos, videos and applications on a smartphone costs most consumers about $50. For Apple Inc. customers, it costs four times more than that. Photographer: David Paul Morris/Bloomberg via Getty Images